Can The Characters Of The Day And The Beautiful Be Able To Wear Their Lives And Stay Online?

July 13th

There are more Cosplay outfits, and the bustling "cartoon characters" choose the comic books around the crowded vendors. The heroine of the yin-yang master is busy shooting at the door of the shopping malls, and some pupils and students carrying schoolbags and canvas bags are hanging around.

This is the scene of the "manhood Fashion Week" launched by NetEase comic and designer platform D2C.

Strictly speaking, this is not true "Fashion Week". It is a cooperative activity of more than 20 national IP theme clothing officially launched on several e-commerce platforms.

NetEase comics choose "three master surprises", "I am a giant in the back of the palace", "I won't be bullied by girls", "I am a human, a vampire" and so on. The cooperated fashion designer brands include Guuka, Muyu, Unifree and Nanawang. They wrap around comic features and make the representative and interesting elements of the clothes.

According to D2C data, the series has sold thousands of items during the pre-sale period and, by now, one of the best sales "."

More than 2000 pieces have been sold.

This is the first attempt by NetEase comics to take the IP.

Grafting, the whole activity is landing at a very fast speed -- from D2C to the intention of cooperation, the selection of comics and designers from both sides, and then to the design, production of clothing and activity planning, the whole process is less than 3 months.

In fact, in the grafting of cartoon and fashion, there have been very good cases before, and there is no lack of rich cooperation experience.

It is the comic book IP that is now realized.

In the hot season, UNIQLO has launched comics IP series all summer.

In addition to the Japanese comic book magazine "dragon JUMP", "Naruto", "sailing king" and "silver soul" and other popular IP magazines, there are heroes, Blizzard Entertainment games, KAWS and Sesame Street.

Some netizens joked: "UNIQLO really went too far this summer. When our money blew up," IP, who seems to be complaining, has been quietly willing to take out his wallet.

Even netizens find that the clothes version is not suitable for themselves, but is willing to "generate electricity for love".

In the style of cooperation between UNIQLO and IP, most of them simply printed IP.

On the other hand, it is not very good to design a small organ in the clothing industry.

Especially when micro-blog netizens "not wooden wood" found that UNIQLO made a mistake in printing, and the combination of clothing brand and popular IP turned into a trap for money.

However, people eat this set. They sell long queues at the front of UNIQLO, or buy a few good ones, and online and offline have pushed the cooperation series to the throne of explosive money.

UNIQLO and KAWS cooperation series

It is not coincidental that the cooperation between Japan and the clothing brand always inspires big waves.

As a representative country of the comic industry, the influence of the works of the United States and Japan in China is also very far-reaching.

In 80 and 90's memory, duo A dream, crayon little new, tennis prince and other after-school reading materials are their first contact with comics industry, and now this phenomenon still exists.

In 2016, a survey conducted by the Executive Committee of the China International Animation Festival showed that Japanese animation works accounted for 60% of the Chinese young people's favorite animation works, while Europe and America accounted for 29% of the works, while the proportion of the national manga was only 11%.

You can see that in the Tencent comics, NetEase comics and other mainstream comics platform, the Japanese casual will usually be displayed in a prominent position.

Whether it is the earliest and the most developed beauty, or the narrative power and the complete and profound world outlook, they share a broad audience and far-reaching influence, and the market segmentation is obvious.

IP, which is nurtured by such conditions, naturally has a stronger calling power, once it is well-known and popular.

Brand cooperation will make it easier to make explosive payments.

However, Guo man is not yet mature enough to take this step.

At present, in China, the combination of national costume and clothing is still in its infancy.

Take the cooperation between D2C and NetEase comics, although it caught up with the heat of IP realizable clothing, people's enthusiasm was still lacking from the participation degree of the activity site, and the signing of the comic book authors also failed to form an interactive trend with the activities.

Compared with the strength of fans in the United States and Japan, there are still some cold scenes.

Because the idea of cooperation has come too fast, the two sides have not even had time to consider the next step.

D2C CEO Shi Li frankly, this time many designers who have already arranged are too late to participate. If they do it again, they may continue to optimize the designer's choice.

Luo Qiandan, director of NetEase cartoons, regarded the event as a new attempt to achieve IP realisation.

Can branding help to achieve better publicity effect?

The potential of IP's realisation has not yet been fully excavated.

In Japan, animation and games, movies, musical dramas, novels and other fields have been closely linked. The form of multi media integration not only provides continuous creative support for native content, but also touches different groups of people through extensive channels as much as possible.

There are two main ways to integrate multi media. The first is to make cross media changes after the success of a piece of work, and develop product clusters around intellectual property rights.

People often see paper forms, animations, theater editions, and many other forms in the daily romance. The rise of written adventure games is also adapted from the rich script of novels.

Another way is to build a unified story background in the pre planning stage, and then launch products in comics, games and novels in this framework.

For example, "Re:Stage!" and "LoveLive! Sunshine!!".

The popularity of the word "MAG" also proves the close ties between various industries in Japan.

MAG refers to Japanese multi story narrative comic strips Manga, Japanese animation Anime and video game Game.

Now the word "ACG", which is popular in China, is also formed under this influence, namely animation Animation, comic Comics and video game Game.

For Manman, due to the lack of industry talents and limited stereotypes and existing controls, it is still a long way to go through multiple industries and multi channels to form mature IP realisation mode.

At the moment, most of them are from the periphery, and they often split accounts with the partners in the film and TV games.

Take NetEase comics as an example, since its establishment in 2015, there have been many attempts in manga.

Prior to the joint production of fish with the odd tree in Dongyang, the Internet big movie "the Tang Dynasty demons", and in April this year, Xu Kun's online drama, "I will not be bullied by girls", is also on line. According to Luo Qiandan, the number of accounts is considerable.

In addition, paying attention to paying for reading is also a major revenue event.

Compared to the same period last year, NetEase comics revenue increased by 5 times this year.

"Compared with other realizable ways, the author only needs to assist us in the operation of fans, and we can quickly enjoy the bonus through content payment."

Luo Qiandan said.

According to the popular charts of NetEase comics, the number of hits in the most popular manga works has exceeded 2 billion, and hundreds of millions of works have been produced. As people pay more and more attention to the business mode of content payment, future payment will still be the mainstay of comic platform revenue.

Although NetEase cartoons have considered the manga game, Luo Qiandan believes that the cost of making and issuing games is too high and is still in the long-term plan.

However, a game industry insider said to the interface that games are the fastest form of IP realisation.

"In fact, games are the most powerful industries in the Internet, and can be done quickly.

Leather, cottage, and so on, the cost is not necessarily high, mainly to make quick money.

Compared with clothing such entities, the game mode will be lighter.

Perhaps NetEase cartoons are not sure about the fashion industry, but at present, they still regard clothes as "something that can be done quickly."

"The advantage of clothing is that it can cooperate with different brands, and let more people know about comics through their design capabilities and sales channels."

Luo Qiandan said.

However, as has been discussed in the thorough national circumstances, although it has started late, it has benefited from the huge audience in China.

The scale is increasing year by year.

The 2016 China comics industry report released by Ai Rui shows that the spread of mango has sprouted several times since 2008.

From 2009 to 2012, the cartoon industry entered a rapid development period. In 2015, however, it continued to trial and error when switching to the Internet platform, so it declined.

With the maturity of the online comic platform in operation, cooperation and business convenience, the development of manga began to develop steadily.

The size of Internet comics users approached 100 million in 2017, while the animation industry has nearly 150 billion yuan scale.

However, compared with the appeal effect of the Japanese and the manga, the influence of the national influence seems to remain on the Internet, which is related to the main contents of the mango and the audiences.

In Rosai Dan's view, the content of today's national football has been limited by relevant laws and regulations, resulting in smaller development space.

The content of Guo man is often referred to as "low childhood" evaluation. If we open the big network cartoon platform, it is easy to find that there are not many works of love, campus, crossing, or even pornographic edge ball.

However, people with such content tend to be less educated and generally younger.

Take NetEase comics as an example, its platform users are mainly concentrated in the age of 13 to 25 years old, mainly after 95 and 00, accounting for 69% of junior high school students and 58% of male users.

And works like "Naruto", man Wei series, Disney animation and other works have become the popular IP works of the world. They are usually the themes of the old and the young, such as blood, struggle, friendship and magic.

From these works, it can also show the cultural connotations of a country.

If the content of Guo man has been focused on light and shallow themes, it will be very difficult to construct the cultural system of the works, thus making it difficult to maintain meaningful emotional ties with the readers.

At the same time, the low age of the audience also limits their purchasing power.

Maybe casual games and network dramas can meet their needs, but they want to spend money on clothes, so they do not have much interest and decision-making power.

Once the fans of the comics are not enough, it is much less likely to attract passers-by.

NetEase cartoons and D2C hope to get some of the passers-by's love through the popular clothing, but this step is not so easy.

But it is undeniable that clothing is indeed one of the most direct ways to achieve IP in comics.

"Clothing is widely used, regardless of gender.

Moreover, the modern film and television drama IP wants to make a costume, so it's strange to print the real face on the clothes. At this time, the image of the two yuan in the comics is very good.

Said Shi Li.

For comic writers, cross-border cooperation is also conducive to their works to enter more people's lives.

"I am the vampire of human beings," said the waist circumference in an interview with the media. "I think we can make better use of these surrounding things to let more people know about it, such as showing it to you in a fashion similar to this fashion.

In this way, comics can get into the reader's life better.

In "I am a human being, I am a vampire", there are many elements that can be combined with tide cards. For example, the vampire collar can be completely removed and stuck to clothes. "Now comics are slowly progressing, and there is no restriction on the development of one place, it can be displayed more."

The more mature clothing industry has already had many experience in IP cooperation. D2C has worked with many popular IP such as Disney, Transformers, Bobbi and little prince before.

Although Shi Li does not know much about cartoons, he believes that even if the audiences are too young, they can achieve results by adjusting prices. "They have to buy clothes."

At present, the price of D2C is higher, and the physical stores are mostly located in the high-end shopping malls.

Shi Li thinks that the middle class and the new middle class are the main consumers of D2C, and there are still some distance from the age groups of the audiences.

Therefore, cooperation with the national platform will probably become one of the ways that D2C will expand its audience in the future.

For the already mature fashion industry, cooperation with the national market is more like a strategy to stimulate sales and acquire a wider audience, while the immature Guo man is still seeking exposure through various IP realizable ways.

Guo man will eventually take the road of grafting fashion industry, but under the condition of unstable foundation, it can not achieve the effect of "1+1>2".

"The entire market is not yet mature, and the volume and realisation mode need to be developed," Luo Qiandan said.

The details are not enough.

In collaboration with D2C, Chen Fengjie, chief designer and director of design, said that he would study the characteristics of each IP before designing, and do a series of research and feedback on comics to make clothes.

"We hope to satisfy our fans' imagination and vision of IP through clothes."

This is different from the internationalized brands such as UNIQLO and Vans. They rely on the high brand awareness and high frequency popular IP cooperation to make up for the regret that the demand for design is too large and the self-supporting strength is not enough.

Some people have not even seen these works, but they have set up a good impression of IP image just by their ears, and do not rule out the possibility of becoming a neighboring buyer.

Now, we can see the combination of some clothing brands and Chinese traditional big IP, such as Sun Wukong.

This means that all proceeds will return to the influence of the original, and when the content quality of the country is kept up, it will not be far away from the day when people are willing to wear their country on them.